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− | {{Infobox Defunct Business
| + | '''Dodson, Craddock & Born, Inc.''' was one of the oldest advertising agencies in Pensacola before its merger with [[Duncan McCall]] in [[2000]]. |
− | |name=Dodson, Craddock & Born Advertising
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− | |logo=[[Image:DCB_Sign.jpg|140px|center|DC&B 1980 logo]]
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− | |image=DCB_GroupPortrait.jpg
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− | |caption=Pat Dodson, Patricia Thornton Born & Frank Craddock
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− | |type=
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− | |industry=Advertising
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− | |products=
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− | |services=
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− | |location=4711 [[Scenic Highway]] (1967)
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− | |established=[[1958]]
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− | |founder=[[Mayhew "Pat" Dodson]]
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− | |defunct=[[2000]]
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− | |fate= Merged with
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− | |successor=[[Duncan McCall Advertising]]
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− | |revenue=$1.3 million (1999)<ref name="merger">"Ad agency merger draws on the best of old and new." ''Pensacola News Journal'', August 1, 2000.</ref>
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− | }}
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− | '''Dodson, Craddock & Born Advertising''' ('''DC&B''') was the first full-service advertising agency in Pensacola. | |
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− | ==Origins==
| + | The agency was founded in [[1958]] by [[Pat Dodson]]. [[Frank Craddock]] and [[Patricia Thornton Born]], who had recently designed the now-iconic [[Pensacola Beach sign]], joined the firm in [[1961]], and they were incorporated by the state on [[May 1]], [[1962]].<ref name="sunbiz">[http://www.sunbiz.org/scripts/cordet.exe?action=DETFIL&inq_doc_number=258496&inq_came_from=NAMFWD&cor_web_names_seq_number=0000&names_name_ind=N&names_cor_number=&names_name_seq=&names_name_ind=&names_comp_name=DODSON&names_filing_type= SunBiz.org record]</ref> |
− | The firm was founded in [[1958]] as the '''Pat Dodson Agency''' by ex-Marine captain [[Mayhew "Pat" Dodson]], who borrowed the $75 needed to buy a city license. He was joined that year by local artist [[Patricia Thornton Born]]. Their first office was located at 314 South [[Baylen Street]], a building that, according to rumors, was previously a brothel in the city's [[red-light district]]. The agency's initial clients included [[Mutual Federal Savings & Loan]], [[First National Bank of Milton]] and the [[Bank of Jay]]. | |
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− | [[Frank Craddock]], returning home after serving as a bomber pilot in the [[Korean War]], joined Dodson and Born in [[1961]], reportedly asking (half-jokingly), "What's an ad agency?" They were incorporated by the state as '''Dodson, Craddock & Born, Inc.''' on [[May 1]], [[1962]].<ref name="sunbiz">[http://www.sunbiz.org/scripts/cordet.exe?action=DETFIL&inq_doc_number=258496&inq_came_from=NAMFWD&cor_web_names_seq_number=0000&names_name_ind=N&names_cor_number=&names_name_seq=&names_name_ind=&names_comp_name=DODSON&names_filing_type= SunBiz.org record]</ref> | + | Some of its major clients included [[Westinghouse]], [[Champion International]], [[Landrum Staffing]] and a number of [[McDonald's]] franchisees, which they served for 27 years, longer than any other agency in the country. |
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− | ==Growth==
| + | In [[2000]] the firm merged with [[Duncan McCall]], then a graphic design and photography firm specializing in brochures and catalogs. Duncan McCall's billings for the previous year had totaled $540,000 compared to DC&B's $1.3 million. Under the terms of the agreement, the DC&B principals — Craddock, president [[Mary Nolan]] and vice-president [[Harriet Krippes]] — received a share of profits for three years following the merger. A voluntary dissolution was filed on [[May 6]], [[2004]].<ref name="sunbiz"/> |
− | The young agency soon acquired clients including the [[Santa Rosa Island Authority]], [[Spearman Brewery]], Pensacola's [[Municipal Advertising Board]], plus several smaller businesses. One of their most recognizable projects was the neon [[Pensacola Beach sign]], designed by Pat Born, that stands near the [[Bob Sikes bridge]]. As art director and vice president of the agency, Born was selected Ad " Man" of the year by her peers in [[1960]] and also won the area's first [http://www.aaf.org/default.asp?id=110 Silver Metal Award] sponsored by the American Advertising Federation and Printer's Ink magazine.
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− | In [[1962]] the agency began a partnership with the regional [[McDonald's]] restaurants that lasted for 26 years. Among the employees who joined the agency shortly thereafter were media buyer [[Mary Nolan]], copywriter (and later national columnist) [[Charley Reese]], and TV/radio producer [[Harriet Krippes]].
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− | The growing agency made several moves to different quarters in the [[Seville Square Historic District]], which Dodson was instrumental in helping to preserve. They finally built new offices at 4711 [[Scenic Highway]] in [[1967]]. Through the years the agency served a wide variety of clients including financial, health care, fine restaurants and auto parts. Their industrial clients including the [[St. Regis Paper Company]], [[Champion Paper]], [[International Paper]] and [[Westinghouse]].
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− | After the passing of Pat Dodson in [[1975]], Frank Craddock assumed the presidency of the agency, a position he held for 25 years.
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− | ==Merger==
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− | In [[2000]], Craddock retired and Mary Nolan became president of the agency. That year, the firm merged with [[Duncan McCall Advertising]], then a graphic design and photography firm specializing in brochures and catalogs. Under the terms of the agreement, the DC&B principals — Craddock, Nolan and vice-president Harriet Krippes — received a share of profits for three years following the merger.<ref name="merger"/> Mary Nolan remained a media director with the Duncan McCall firm. | |
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− | A voluntary dissolution was filed for DC&B on [[May 6]], [[2004]].<ref name="sunbiz"/> Original artwork, historic photographs, business plans, brochures, newspaper ads, etc. are archived in the Special Collections department of the [[University of West Florida]]'s [[John C. Pace Library]]. This Dodson, Craddock & Born Collection is maintained by the university as a resource for advertising students and those interested in researching the history of a particular company through its advertising. | |
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| ==References== | | ==References== |
| {{refbegin}} | | {{refbegin}} |
− | *DC&B history by Harriet Krippes | + | *"Ad agency merger draws on the best of old and new." ''Pensacola News Journal'', August 1, 2000. |
| {{refend}} | | {{refend}} |
| {{reflist}} | | {{reflist}} |
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− | [[Category:Advertising & marketing agencies]] [[Category:Defunct businesses]] | + | [[Category:Advertising & marketing agencies]] |